By Sara Kimberley, campaignlive.co.uk, Thursday, 09 September 2010 11:25AM
The film features fake poo chasing people around the streets of London. It will be hosted on YouTube and will be distributed via social media sites including Twitter and Facebook.
Created by Kitcatt Nohr Alexander Shaw, the campaign forms part of an ambitious five-year global strategy launched by WaterAid at the end of last year.
The drive will target 35- to 50 year-olds professionals, a younger target audience than usual for WaterAid, asking them to sign up to a regular gift and sign a petition that calls on the UK government to help end the lack of toilets in the world's poorest countries.
Other campaign activity includes inserts, email, a microsite digtoilets.org, PR and online display ads.
Last month WaterAid launched a hard-hitting TV campaign using a dark version of the playground song, 'Diarrhoea Diarrhoea'.
This article was first published on campaignlive.co.uk